The five things that experts expect this Black Friday

How you can navigate the upcoming sales

What do you get when you cross Black Friday deals with a continuing pandemic, supply chain disruptions and inflation?

Answer: a very messy version of the biggest discount day of the year, which happens annually on the day after Thanksgiving. This year, that’s Nov. 26 .

Here are five predictions from retail experts about Black Friday 2021 — plus, how you can navigate the upcoming sales.

1. Supply chains will be stretched

Supply chain complications due to the pandemic have caused delays or shortages of items as varied as toys, furniture and books. Companies may have to pivot their Black Friday selling strategies as a result.

“Retailers might focus on specific items rather than trying to have a huge range of everything,” says Mathew Isaac, professor of marketing at Seattle University.

As stores focus on getting the most in-demand items on their shelves, don’t expect them to carry as many sizes, styles or variations of everything else, he adds.

This outcome could be a big change from the 50-page Black Friday advertisements we’ve seen from big-box retailers in the past.

2. Online sales will outpace in-store sales

Black Friday has been trending toward an online shopping day rather than an in-person event. That shift will only continue this year.

“People are definitely going to be interested in Black Friday and excited about it, but the bulk of the activity is going to be online,” says Donna Hoffman , professor of marketing at the George Washington School of Business in Washington, D.C. “That’s my prediction.”

Shopping from home allows consumers to avoid crowds and stay safe during the pandemic. It’s also conducive to bargain hunting and price comparison, offering a low-stress way to browse multiple stores at the same time in pursuit of the best price.

“I think this year, compared to last year, there’s even more of a focus on budget,” Hoffman adds.